We have the industry experience and expertise to enable us to make contributions that enhance the value of our clients' businesses.  We operate on a commercial basis, targeting the key legal issues relating to our client's objectives, but also maintaining clear view of the overall perspective.

LK Shields is a full service law firm, which means that our sports law team fields experts in corporate, competition, data protection, dispute resolution, employment and other areas of law, all of whom are experienced in the specific requirements of the sports sector. In particular, our cross-disciplinary team are leading experts in the following areas:

  • Administrative Law
  • Betting and Gaming Law
  • Broadcasting Law
  • Commercial Contracts
  • Defamation and Reputation Management
  • Disciplinary Proceedings
  • Employment and Pensions
  • EU and Irish Competition Law
  • Event Rights Management
  • Health and Safety
  • Intellectual Property and Image Rights Protection
  • Information Technology
  • Judicial Review
  • Licensing and Franchising Arrangements
  • Privacy and Data Protection
  • Regulatory Compliance
  • Sponsorship and Merchandising Agreements
  • Stadium letting and procurement arrangements


  • Advising on the technology aspects of the commercialisation of sport, including live streaming solutions, event software, hardware and e-commerce systems, disaster recovery and financing of technical equipment.
  • Providing commercial advice in respect of a range of sponsorship and distribution arrangements, including advising the Ladies Gaelic Football Association (LGFA) in sponsorship arrangements, and advising the Dublin GAA County Board in relation to a sponsorship agreement with AIG Insurance.
  • Providing advice on the steps required for internal sports governance including the drafting of rules and regulations; policies and procedures (including social media policies), information sharing agreements; monitoring systems; disciplinary proceedings, and dispute resolution.
  • Advising a range of clients in sports industries on data protection issues including compliance with data protection and complex transactional data privacy compliance obligations associated with these processes (for example, WADA), and advising on privacy and electronic communications.
  • Advising a number of sports clubs, charities and associations on incorporation and corporate structures, including advising Tennis Ireland on the transformation from an unincorporated body into a company limited by guarantee and providing commercial advice to Tennis Ireland.
  • Assisting betting and gaming companies and other businesses in navigating complex regulatory environments in Ireland and overseas in connection with sports betting.
  • Assisting and advising various entities with the running of sporting-related events, promotions and competitions (including clearing online campaigns and legal aspects of organisation of cross-border events).
  • Providing advice in relation to licensing arrangements, including advising a sporting union in relation to an exclusive licensing arrangement.
  • Acting for Millstreet Equestrian Services in a complaint to the Competition and Consumer Protection Commission (CCCP) against Show Jumping Ireland alleging infringement of EU and Irish competition law. The resulting investigation by the CCCP was closed following material amendments to the Rules of Show Jumping Ireland.
  • Representing Sir Alex Ferguson in a dispute involving the racehorse Rock of Gibraltar in 2003.
  • Providing advice and assistance in alternative dispute resolution (ADR) including mediations and arbitrations.
  • Advising Boylesports on competition law issues regarding its acquisition of certain assets of Finbam Leisure Limited, and assisting Boylesports in notifying, and successfully obtaining approval of, the Irish Competition and Consumer Protection Commission.
  • Advising on intellectual property issues and merchandising arrangements including advising sports brand owners on content licensing (including for online platforms), image rights, trademarks and brand protection strategy as well as creating and implementing anti-counterfeiting strategies with sporting bodies and law enforcement agencies.
  • Advising on sports management issues (personality rights arrangements, management agreements and similar structures).

More from our Sports Law team

Photo of Gerry Halpenny

Gerry Halpenny


+ 353 1 637 1546

Photo of Aoife Bradley

Aoife Bradley


+ 353 1 637 1583

Photo of Marco Hickey

Marco Hickey


+ 353 1 637 1522

Photo of Muireann Granville

Muireann Granville


+353 1 637 1576

Photo for article New Restrictions on Alcohol Advertising during Sporting Events

New Restrictions on Alcohol Advertising during Sporting Events

New restrictions on the advertisement of alcohol products are due to come into force in Ireland on 12 November 2021. These restrictions...

Photo for article The International Skating Union found to have Infringed EU Competition Rules

The International Skating Union found to have Infringed EU Competition Rules

by Marco Hickey
Photo for article Muireann Granville Awarded 1st Prize in the Law Society of Ireland Diploma in Sports Law

Muireann Granville Awarded 1st Prize in the Law Society of Ireland Diploma in Sports Law

Congratulations to Muireann Granville of our Sports Law Unit who received the first prize award in the Law...

Photo for article Accidents and injuries at sports facilities:  who is liable?

Accidents and injuries at sports facilities:  who is liable?

by Muireann Granville
Photo for article Legal issues arising from Rio 2016 Olympic Games

Legal issues arising from Rio 2016 Olympic Games

by Muireann Granville, Marco Hickey

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